The objective of this assignment is to develop a formal marketing plan for the launch of the new product "Amazon Echo". It includes a review on the theory and approaches of a marketing plan along with concrete practical implications as a whole package to provide meaningful indications for concrete marketing activities based on marketing analysis in order to achieve the strategic objectives of the company regarding the new product.
The first chapter focusses on the theoretical background of marketing and tries to define the best strategy possible for that project. In a next step, the profile of the company, amazon, is analysed, before, in, a a fourth step, a related strategic plan for the marketing of the amazon echo is developed. In doing so, special focus is put on the aspects of marketing mix and further strategic analaysis. Finally, this works ends by giving a short overview over the findings.
Table of Contents
- 1. Introduction
- 1.1. Problem Description
- 1.2. Objectives
- 2. Marketing Theory
- 3. Company Profile & Offering
- 4. Marketing Plan
- 4.1. Strategic Plan
- 4.1.1. Marketing Analysis
- 4.1.1.1. Macro Environment
- 4.1.1.2. Micro Environment
- 4.1.1.3. SWOT Analysis
- 4.1.2. Company-Internal Analysis
- 4.1.3. Marketing Objectives
- 4.1.4. Strategic Recommendations
- 4.2. Tactical Plan
- 4.2.1. STP Strategies
- 4.2.1.1. Segmentation
- 4.2.1.2. Targeting
- 4.2.1.3. Positioning
- 4.2.2. Marketing Mix (Four Ps)
- 4.2.2.1. Product
- 4.2.2.2. Place
- 4.2.2.3. Price
- 4.2.2.4. Promotion
- 5. Outlook and Conclusion
- Development of a comprehensive marketing plan for Amazon Echo in the German market.
- Application of marketing theory to practical strategic and tactical decision-making.
- Analysis of the German market environment (macro and micro) to identify opportunities and challenges.
- Identification and targeting of specific customer segments within the German market.
- Definition of a suitable marketing mix (product, place, price, promotion) for the German market.
Objectives and Key Themes
The objective of this marketing plan is to develop a comprehensive strategy for launching Amazon Echo in Germany. The plan reviews relevant marketing theory and applies it to a practical case study, providing actionable insights for marketing activities. The goal is to achieve the company's strategic objectives for this new product.
Chapter Summaries
1. Introduction: This introductory chapter sets the stage for the marketing plan by highlighting the growing importance of comprehensive marketing strategies in today's dynamic business environment. It emphasizes the necessity for companies to adapt to evolving customer needs and market conditions. The chapter also clearly defines the objective of the plan: to create a formal marketing plan for the launch of Amazon Echo in Germany, integrating theoretical concepts with practical implications to guide concrete marketing activities and achieve the company's strategic goals.
2. Marketing Theory: This chapter provides a foundational overview of relevant marketing theories. It explores various definitions of marketing, emphasizing the core concept of profitably meeting customer needs. The chapter introduces the American Marketing Association's definition of marketing and discusses key tasks involved in successful marketing management, such as developing strategies, connecting with customers, and building brands. The importance of developing a comprehensive marketing plan as a long-term strategic tool is also stressed, outlining the key elements typically included in such a plan, including market analysis, objectives, strategies, and implementation controls.
3. Company Profile & Offering: [While the provided text doesn't contain the details of this chapter, a summary would go here. It would likely describe Amazon, its existing market position, and the specific features and benefits of the Amazon Echo product that would be relevant to the German market.]
4. Marketing Plan: This substantial chapter forms the core of the document, detailing both the strategic and tactical aspects of the marketing plan. The strategic plan likely includes a comprehensive marketing analysis (macro and micro environments, SWOT analysis), the definition of marketing objectives, and strategic recommendations. The tactical plan would then elaborate on the specific marketing mix (product, price, place, promotion) and the STP strategies (segmentation, targeting, and positioning) for the German market. This chapter would integrate various marketing models and frameworks to support its recommendations.
Keywords
Amazon Echo, Alexa, marketing plan, Germany, market analysis, SWOT analysis, STP strategy, marketing mix (4Ps), segmentation, targeting, positioning, strategic planning, tactical planning, customer needs, competitive analysis, market entry strategy.
Amazon Echo Marketing Plan in Germany: Frequently Asked Questions
What is this document?
This document is a comprehensive marketing plan preview for launching Amazon Echo in Germany. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The preview provides an overview of the entire plan, allowing for a structured understanding of its content and approach.
What are the main objectives of the marketing plan?
The primary objective is to develop a robust marketing strategy for a successful launch of Amazon Echo in the German market. This involves applying marketing theory to practical decision-making, analyzing the German market environment, identifying target customer segments, and defining an effective marketing mix (product, price, place, promotion).
What key themes are addressed in the marketing plan?
Key themes include a comprehensive market analysis (both macro and micro environments), SWOT analysis, the development of STP strategies (segmentation, targeting, and positioning), and the definition of a suitable marketing mix for the German market. The plan also emphasizes the application of relevant marketing theories to practical strategic and tactical decisions.
What is covered in the introduction chapter?
The introduction sets the context, highlighting the importance of comprehensive marketing strategies in today's dynamic business environment and emphasizing the need for adapting to changing customer needs and market conditions. It clearly defines the plan's objective: to create a formal marketing plan for the Amazon Echo launch in Germany, integrating theory and practice.
What does the marketing theory chapter cover?
This chapter provides a foundational overview of key marketing theories, including various definitions of marketing and the importance of profitably meeting customer needs. It discusses the American Marketing Association's definition and key tasks in successful marketing management, stressing the development of comprehensive marketing plans as long-term strategic tools.
What information is contained in the company profile and offering chapter?
This chapter (while details aren't provided in the preview) would describe Amazon, its existing market position, and the specific features and benefits of the Amazon Echo product tailored for the German market.
What is included in the marketing plan chapter?
This central chapter details the strategic and tactical aspects of the marketing plan. The strategic plan includes a comprehensive marketing analysis (macro and micro environments, SWOT analysis), marketing objectives, and strategic recommendations. The tactical plan elaborates on the marketing mix (product, price, place, promotion) and STP strategies (segmentation, targeting, and positioning) for Germany, integrating marketing models and frameworks.
What are the keywords associated with this marketing plan?
Keywords include: Amazon Echo, Alexa, marketing plan, Germany, market analysis, SWOT analysis, STP strategy, marketing mix (4Ps), segmentation, targeting, positioning, strategic planning, tactical planning, customer needs, competitive analysis, and market entry strategy.
What type of document is this preview?
This is a preview, offering a structured overview of a full marketing plan. It provides a table of contents, objectives, key themes, chapter summaries, and keywords to give a comprehensive understanding of the plan's content and scope before reviewing the full document.
- Quote paper
- Anonym (Author), 2018, How to Develop a Marketing Plan? The Example of the "Amazon Echo", Munich, GRIN Verlag, https://www.grin.com/document/514857
